Am I full?!

Regulation of food intake has proven to be difficult for the majority of consumers. Many consider it a challenge to select the right amount of food to feel comfortably full without getting hungry shortly after consumption. A feeling of fullness is not only determined by internal signals, also ones expectations on what and how much has been eaten are important.

Promovendus Els Bilman
Promotor JCM (Hans) van Trijp
Copromotor PW (Ellen) van Kleef
Organisatie Wageningen University, Marketing and Consumer Behaviour

wo 26 februari 2014 11:00 tot 12:30

Locatie Auditorium, building number 362
Generaal Foulkesweg 1
6703 BG Wageningen
It is frustrating that curviness is more appreciated during scarcity while being skinny is the ideal in times of abundance
Els Bilman

For example, one of our studies shows that after the consumption of a sweet product, consumers expect hunger feelings to kick in sooner. These expectations are partly based on learning from previous ingestions but are also influenced by cues from the external environment as claims and packaging design. Research in this thesis shows that emphasising the satiety level of a product through packaging design and claims has the potential to affect consumption amount, in both current and next meal.